Why Read This
Companies have historically failed to meet the needs of their customers in individual channels. As customers increasingly engage with multiple channels in pursuit of a single goal, companies need to deliver better, more unified customer experiences within and across touchpoints. To do this, they need to adopt scenario design, which asks and answers three questions: Who are your customers, what are their goals, and how can you help them accomplish those goals? To help customer experience professionals discover the vision that leads to digital customer experience improvement, this document explains the role of scenario design in today's fragmented landscape of touchpoints that Forrester calls the splinternet.